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Beyonce Gets Sued by Abercrombie & Fitch Over "Fierce" New Fragrance

Beyoncé Gets Sued Over "Fierce" New Fragrance

Apparently, Abercrombie & Fitch is none too pleased that Beyonce's got a new fragrance, because WWD is reporting that Abercrombie just made a federal complaint against her. It is alleging that the singer's upcoming fragrance would be named after her alter ego, Sasha Fierce, and that the name would infringe on their trademark for Fierce, a cologne. In an odd twist, though, Beyoncé's perfume team is saying they have absolutely no intention of naming the fragrance after Sasha. The juiciest piece of info to come out of this whole debacle? In its filing, Abercrombie said it's spent more than $3 million on scent machines to pump its Fierce fragrance through its stores — meaning that they've been committing the olfactory equivalent of subliminal messaging while you're shopping. Are you surprised?

Image Source: WireImage
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runningesq runningesq 7 years
Um, Anon, at 24, like Vanon said above you, you don't NEED to walk into AF to smell it. You can walk past it and get a horrible headache from the smell and the loud music. And yes, I have been in there. It was about a billion years ago, though.
Vanonymous Vanonymous 7 years
Anonymous #22, I would usually agree with you. Accept with AF, you don't have to go into their store to smell the fragrance and hear the music. All you have to do is walk by (even if you're on a different floor) and you will still have to smell/hear it.
bellazmom bellazmom 7 years
I agree with fishbulb! I am certainly not a "size" that fits with A&F's "image," and I went in to buy a gift certificate for my niece and was treated like dirt by the employees. I was practically the only one in the store, probably because of the stench and the noise. Now, when we walk past A&F in the mall, my kids call it the "stinky store." Makes me laugh every time.
lildorothyparker lildorothyparker 7 years
The employees, the smell, the noise, the lack of light, and the clothes are all reasons I don't shop at A&F. Gag.
fishbulb fishbulb 7 years
ugh, i went in there once to buy a present and it was one of the worst shopping experiences ever. It was dark, it stunk, loud, and men weren't wearing shirts. It was like a weird, suburban studio-54 experience.
Vanonymous Vanonymous 7 years
I agree with pretty much every other comment. The smell is offensive. I very rarely go in there because the smell is too strong. It's bothersome just walking past the store. I got a gift certificate to AF and bought a scarf and a hoodie. I had to wash them SO many times to get rid of that smell. Not everyone wants to smell like a dude on the prowl after buying their clothes. I think this "technique" their using is more hurtful to their business than it is helpful.
bailaoragaditana bailaoragaditana 7 years
Yeah there's no "subliminal" about it - you can smell Abercrombie, A&F, and Hollister from halfway across the mall. It's awful. They need to re-think some of that $3 million!
dootsie dootsie 7 years
Bull! "Subliminal" my butt--that's SUPERliminal! I walk past that store and want to vomit. It smells like a trashy sixteen year old douche who's been bathing in a combination of Axe, Old Spice and rotten fruit. UGH!
SKC-Sparkle SKC-Sparkle 7 years
I can't stand stores (and people) that smell like they bathed in a scent. To me, it is just as bad as smelling second hand smoke! Ew.
risqueredhead risqueredhead 7 years
Ugh, I don't shop at A&F, but walking by that store is just awful, makes me want to choke.
ShePirate2010 ShePirate2010 7 years
Yes, I gag in Abercrombie! Why don't we just sue them for blocking our air supply and suffocating us?? lol
hausfrau hausfrau 7 years
esq i was just going to say! who cares about the smell?! if you don't leave there deaf you should count yourself lucky!
runningesq runningesq 7 years
Ha @ 2. it's been a looooong time since I stepped foot in an AF. the music is too loud, the smell too overpowering, and the clothes could fit a barbie doll
Beauty Beauty 7 years
The $3 million on fragrance expenses is what gets me!
Baby-Girl Baby-Girl 7 years
I had no idea they were pumping that mess in the air. My boyfriend and i simply call that store "the experience". When you leave and step back into the mall it's like you were in some alternate universe. I have to take a minute to get my bearings.
soapbox soapbox 7 years
Lol @anonymous. I remember I went into Abercombie & Fitch a month ago with a friend and the smell was so strong, I kept on sneezing. I sneezed all the way out of the store and had to sit outside while my friend paid.
pioneers pioneers 7 years
Why is that juicy? Grocery stores use ventilation systems to pump the smell from their bakeries around the store all the time. Same with other retailers. It's pretty common.
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